Independent creative agency, Emotive, has announced a new campaign for Olmeca Altos Tequila, produced by Pernod Ricard, that addresses a common issue highlighted by its research: nearly two-thirds of consumers often find themselves lacking limes while preparing margaritas at home.
Altos, originating in 2009 from the collaboration of two renowned bartenders and a Maestro Tequilero, is recognised as one of the world’s premier tequila for margaritas and palomas.
In response to the research, Altos launched this festive initiative via Emotive, aiming to alleviate this lime shortage during the holiday season by encouraging consumers to swap out their traditional Christmas baubles with Altos Emergency Lime Baubles.
This mission will be realised through a partnership with Uber Eats, resulting in 15,000 Altos-branded Emergency Lime Baubles landing on doorsteps across Australia just in time for Christmas.
Kristy Rutherford, marketing director at Pernod Ricard, explained, “Our mission was to shine a cheeky spotlight on a key consumer need whilst reinforcing Altos’ credentials as the world’s number one tequila for margaritas.
Altos has a reputation for pioneering innovation in the tequila category and this launch is no exception, going to great lengths to help Aussies avoid a margarita mishap this summer.”
Simon Joyce, chief executive of Emotive, remarked on the campaign’s unconventional creativity, stating, “The best creativity doesn’t always look like advertising, sometimes it looks like free fresh lime baubles, delivered to your door, thanks to Altos Tequila and partnerships with Uber Eats, Harris Farm and IGA.”
In collaboration with comedian Jimmy Rees and Real Housewives of Sydney favourites Krissy Marsh and Nicole O’Neil, the partnership with Uber Eats will distribute 15,000 Altos Emergency Lime Baubles in Sydney, Brisbane, Gold Coast, and Melbourne when customers spend $10 on Uber Eats at participating Harris Farm stores in Sydney, Brisbane, or Gold Coast, or at participating IGA stores in Melbourne.
Rees commented on Altos Tequila’s inventive solution, stating, “As Australia hits peak margie season, Altos Tequila has come up with a ridiculously ingenious way to ensure you never get caught short when making everyone’s favourite cocktail.
“Just replace your current useless Christmas tree baubles with Altos Emergency Lime Baubles and ta da! You’ll never scream ‘limes, where are you?’ like Tom Hanks in Castaway when he loses Wilson, ever again.”
To celebrate the campaign’s launch, Altos will take over The Clovelly Hotel for five nights, adorning the venue with a massive fresh lime Christmas tree, providing 3,000 free Altos Emergency Limes for patrons to take home, merchandise, and Altos margaritas.